Jan / Feb 2010 by Roots Canada

A window into the world of Roots

Issue 94 • January/February 2010

MAKING WINTER FEET SMILE Roots returns to making quality footwear in Canada, with great style and warmth and durability to boot

The recently launched Roots Kamik Winter Boot (above) along with other boots from the winter collection

Issue 94 - Jan. - Feb. 2010

The Source • 1

I N S I D E ISSUE94 IT’S A DIGITAL WORLD E-commerce Dept. celebrates a decade online with plans for the future TRUE NORTH Yukon team to sport Roots at Arctic Winter Games in March THAT’S ENTERTAINMENT Roots outfits star-studded cast and crew of film and TV programs BACK ON THE SILVER SCREEN Roots bags and apparel highly visible in newly produced Canadian film TAKING PRIDE Store manager praises her team for exemplary effort during holiday period STEPPING UP FOR HAITI Roots supports Caribbean nation devastated by January earthquake

Departments FINE PRINT GUESS WHO JUST DROPPED IN GREAT MOMENTS IN RETAIL MOMENTS THAT MATTER STAYING POWER GREEN TIPS HEALTH TIPS

Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant CAROLINE IWANOWSKI Intern NADIA MALIK

The Source is published by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source, Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to thesource@roots.com Letters may be edited for length and clarity. Each issue of The Source is also available, both in blog and PDF formats, on the Roots website at www.roots.com

2 • The Source

SPECIAL DELIVERY

A selection of recent letters from the world of Roots SPEEDY DELIVERY I’m writing you about the great service I received from Chris Whaley, the manager at your William Street store in Ottawa. I needed a fringed bag in dark brown for my daughter’s birthday. I left buying it until the day before her birthday and when I visited your William Street location, the bag was not in stock. Chris called around to other Roots stores until he found one and had it shipped to his store the next day. Even better, Chris told me that if the bag did not arrive in time for my daughter’s birthday, he would personally pick up the bag to ensure I got it in time. I greatly appreciated his efforts. Hilary Crane Ottawa, ON LOST AND FOUND I wanted to tell you about the great customer service I received from Danielle Ellis, the manager at your Midtown Plaza store in Saskatoon. I went there after I’d lost my wallet. I figured I had nothing to lose when I asked Danielle whether Roots kept track of customer credit notes, as I had a Roots credit note in my lost wallet. I expected an “it’s-not-ourproblem” attitude, but instead Danielle said she would call the Head Office and find out. The next day, I received a message on my answering machine from Danielle saying she was able to cancel the lost

credit note and process a gift card that I could pick up for the same value. As a result, I want to thank Roots for having such a great policy for lost credit notes. Furthermore, Danielle went above and beyond what she had to do. I wish that more stores were like Roots with staff as helpful as Danielle was to me. It’s pretty awful to lose your wallet but at least my experience at Roots made me feel a bit better. Erika Laird Saskatoon, SK KUDOS TO KATEY It’s not often you receive great customer service these days so I have a story I want to tell. For about three years now, I’d been eyeing the beautiful Roots flat bags. Every once in a while I’d go into a Roots store to ‘visit the purse’, thinking maybe I’d make the purchase one day. Recently, when I was ‘visiting’ the purses, one of your sales staff told me about the quality of the flat bags. I didn’t buy it at that point, but on my next visit, I decided to go for it. I had my heart set on the Venetian Village bag in Canadian Red, but your Rideau Centre location in Ottawa didn’t have it in stock. Katey Cotter, a sales associate, said that she would call around and try to find one for me. She called across Canada, finally found the bag in Calgary and had it shipped to Ottawa for me. I want to thank

Roots for its high standard of customer service. Please give Katey the recognition she deserves. Natalie Collins Ottawa, ON GOOD AS NEW I recently had the best customer service experience of my life at your Robson Street store in Vancouver. A drink had spilled on my Lauren Pebble bag and I took it directly back to Roots to seek advice on having it cleaned. Jenny Ong, an assistant store manager, immediately helped me. After leaving my name and phone number, she called me back and suggested that I bring the bag in and have it sent to the Head Office for cleaning by the relevant Roots service. When I picked up my bag, I saw that Roots was indeed able to remove the stain. I’m thrilled with the outcome and the brilliant customer service that Jenny provided me through this entire process. Hats off to Roots for having such great staff and thank you for re-uniting me with my favourite handbag so quickly. Karen Michl Vancouver, BC

EXPRESS YOURSELF We invite you to send us your letters and/or your most creative photos or illustrations for publication in The Source. Please send your submissions to photogallery@roots.com Issue 94 - Jan. - Feb. 2010

A GREAT FEAT FOR WINTER FEET

With its return to making quality boots in Canada, Roots helps customers put their best foot forward this winter. BY NADIA MALIK

or many Canadians, winter is a chance to get outside and enjoy all that the season has to offer. From ice hockey to ice fishing, there are countless outdoor activities to partake in during the snow-filled months. But to truly embrace the season of frozen lakes and sobering wind-chill factors, Canadians know that quality winter wear is essential. From coats to toques to gloves, Roots has long been a preferred destination for those seeking stylish, practical winter apparel. Adding to the line-up, the company recently returned to making footwear for men and women specifically for the cold season. “The whole concept of the Roots winter boots program is to make functional, relevant footwear that’s made to weather this climate that is indigenous to our country and a natural part of our lifestyle,” says Roots CoFounder Michael Budman. “Roots loves the winter. We love skating, skiing and tobogganing. The ultimate winter activity for many of us at Roots is to be on an outdoor skating rink playing hockey.” It’s this love of winter that led to the recent creation of the Roots Kamik Winter Boot. Available for both men and women, the boots are made to withstand bone-chilling temperatures as low as -40°C. To that end, their New Zealand shearling sheepskin collar is designed to hug the leg while preventing snow from getting in. Another important feature are the boot’s uppers. Like all leather goods made by Roots, the uppers are rigorously tested to ensure durability. “A lot of preparation went in the design and production of these boots,” says Leather Specialist Karl Kowalewski. Issue 94 - Jan. - Feb. 2010

Available for men and women, the Roots Kamik Winter Boot can withstand temperatures as low as -40°C

“In working directly with our tanneries in Italy, we developed the leather for these boots to be waterproof and yet have a very natural look.” It was critical to both Michael and Karl that the Roots Kamik Winter Boot be made in Canada. As their name suggests, the boots are made in partnership with Kamik, a Quebec-based company that has been manufacturing footwear for more than 100 years. Kamik is known for its expertise in rubber-soled boots. Unlike cheaper alternatives, the Roots Kamik Boot’s natural rubber sole doesn’t harden when subjected to extremely cold

temperatures, which allows for better traction. With Kamik’s proven technology and the celebrated aesthetic of Roots, the two companies worked as a team to create the boot. Throughout the entire process, Michael and Karl were involved with every design aspect, from the aniline dye to bring out the natural characteristics of the leather to the placement of the crest and the number of stitches per inch. Their keen attention to detail ensures the boots meet the high standard of quality customers have come to expect from Roots. The inspiration for the boot predates the company itself. “My

love of this boot stems back to 1968 when I was shopping at a place called Wardell’s Trading Post, in Huntsville [just outside Ontario’s Algonquin Park],” says Michael. “It was a great store that sold blankets, flannel shirts and boots. The first time I ever really saw serious winter boots was through them and the ones they sold for skidooing. I’ve always been a big fan of such boots and I’m so proud that we’re now making this kind of product.” Introduced in mid-December, the boots have proven quite popular, exceeding all expectations. “This is the warmest boot I’ve ever owned,” says Barbie Dee, a satisfied Roots customer who submitted a product review to the Roots website. “It’s so well made and comfortable that I just ordered another pair for my son. If you want to get out and enjoy the inevitable in Canada – namely, winter – you need these boots!” The boot has even received a celebrity endorsement. “I sent a pair to Michael Douglas for Christmas since he spends a lot of time in Mont Tremblant [Quebec],” says Michael, a longtime friend of the Academy Award-winning actor. “He said it’s the absolute best boot he’s ever had and the only present he really needed for the holidays.” Meanwhile, as part of the return of Roots to making footwear in Canada, an array of boots is now available including the Riding Boot and Russian Vamp Boot for women, launched in the fall. The company has recently unveiled two new styles for both men and women, the Nordic Boot and the sheepskin Mid Shearling Boot. The new line of footwear builds on the rich experience Continued on next page The Source • 3

Continued from previous page

gained from the company’s past manufacturing of footwear during its first 30 years of business, particularly its connections with well-established tanneries and sole manufacturers. Past styles are playing an influential role in the design of today’s lines, as sheepskin boots were first made and sold at Roots in 1974. The Desert Boot for men is also a re-issue of a classic. “With each style there is a history,” says Karl. “We have taken beautiful classics and given them a modern interpretation. What remains constant is our commitment to solid workmanship, quality and comfort.” Another boot that is an updated take on a customer favourite is the Tuffer Boot. Like its predecessor, the Tuff Boot, the Tuffer Boot is built to handle rough terrain in any season. The Tuffer Boot is one of several boots that feature the Roots Military Sole, which was developed for use by the Canadian Forces. Roots acquired the exclusive rights to the sole,

outside of the military. The soles are made of natural rubber, making them durable and lightweight with excellent traction. They are also able to withstand both severe heat and cold with a tread design that prevents snow or dirt from getting trapped in the soles. All of these qualities make the Tuffer Boot ideal for year-round use. Given the strong performance of footwear this winter, expect to see a wider assortment of shoes and boots in upcoming seasons. Plans are underway to introduce the Spectator Boot along with a shorter, mid-calf suede riding boot and a wing-tip ankle boot for women in the spring. There are also plans for a more feminine Roots Kamik boot for Winter 2010. The new collection of footwear from Roots, from the Roots Kamik Winter Boot to the Russian Vamp Boot, has a style to suit every taste. What each boot has in common is the quality and durability that Roots is known for, and the capacity to keep winter feet smiling, which is no small feat. – N.M.

A great deal of skill and expertise goes into each boot. Filomena De Jesus puts the finishing touches on the Nordic Boot while Khoren Barkhordarian (below) works on the Tuffer Boot

Desert Boot

Military Sole of Mid Shearling Boot

Brothers Karl, (left), and Henry Kowalewski, at the leather factory, have played a vital role at Roots since it began in 1973

Nordic Boot

Mid Shearling Boot 4 • The Source

Kamik Boot Issue 94 - Jan. - Feb. 2010

NEW & NOTEWORTHY A guide to just-launched Roots products

INTERNATIONAL COLLECTION 1.

6. 4.

9. 8.

Issue 94 - Jan. - Feb. 2010

1. Men’s Patriot Ringer T-Shirt – South Korea, $34 2. International Wristlet – Russia, $68 3. Babies Patriot T-Shirt – Jamaica, $16.95 4. Australia Scarf, $48 5. Men’s Patriot Full Zip Hoody – Canada, $70 6. Canada Pennant; Heritage Red, $7.95 7. Italy Key Chain in Tribe Leather, $18 8. USA Beret, $34 9. International Wristlet – China, $68 The Source • 5

INTERNATIONAL COLLECTION 1.

5. 6.

11. 7.

6 • The Source

10.

1. Village Pack International – Norway, $108 2. Russia Toque, $26 3. Germany Scarf, $48 4. Student Pack International – Finland, $248 5. South Korea Pennant; Vintage White, $7.95 6. Douglas Duffel International – USA, $398 7. Women’s Patriot Full Zip Hoody – Italy, $70 8. Great Britain Key Chain in Tribe Leather, $18 9. Kids Patriot T-Shirt – Canada, $19 10. Men’s Patriot Ringer TShirt – USA, $34 11. Passport Wallet International – USA, $68 Issue 94 - Jan. - Feb. 2010

WOMEN’S SPRING PREVIEW 1.

Issue 94 - Jan. - Feb. 2010

10.

1. Equinox Capri; Charcoal Mix, $50 2. Lauren Deep V Neck TShirt; Claret Red, $24 3. Roots Original Pocketed Crop (Eco); Dewberry Mi, $50 4. Essential Long Tank; Claret Red, $20 5. Vintage Heather Raglan TShirt; Parachute, $39 6. Grassroots Hoody; Heritage Red, $70 7. Lowell Utility Jacket; Charcoal Mix, $98 8. Capri Hoody; Rio Red, $74 9. Lux Sweater Dress; Cobalt, $78 10. Buffalo Fleece Cocoon Coat; Salt and Pepper, $128 The Source • 7

MEN’S SPRING PREVIEW 1.

6. 5.

8 • The Source

1. Pacific T-Shirt; Chalkboard, $40 2. Berland Flat Back Rib Hoody; Nautical Navy, $80 3. Heritage Flannel Shirt; Vintage White, $55 4. Mackay Baseball T-Shirt; White/Black, $39 5. Fashion Basic Full Zip Hoody; New Spruce, $70 6. Alver Open Bottom Sweatpant; Salt and Pepper, $60 7. Elias Softshell Jacket; Black, $145 8. Augusta Sweater, Nautical Navy; $78 Issue 94 - Jan. - Feb. 2010

IT’S A DIGITAL WORLD

E-commerce Dept. celebrates a decade online with great plans for the future

Back row (L - R): Katherine Wellman, Anjali Singh, James Connell, Yohance Leslie, Victora Lee. Front row (L - R): Ashlee Charette, Tanja Zelko, Sarah Townshend, Jennifer Dwivedi

s Roots ushered in the New Year on a high point, both in terms of its e-commerce plans for the coming months and impressive website traffic and sales, www.roots.com shows no signs of slowing down. The holiday period proved that Canadians are increasingly comfortable with shopping online. Roots promoted Cyber Monday in Canada for the first time in November using social media and an online public relations campaign, leading to record-breaking results. During the Christmas season, the Roots E-commerce Department celebrated its 10th anniversary with more shoppers browsing on roots.com than usual and using the site to look for gift items before going into stores. Roots is in the vanguard of companies using the evergrowing online world of social media. It’s moved from just blogging and announcing information on Facebook, to performing customer service through social media accounts and allowing customers to set up user profiles on roots.com. In January, Roots hit 10,000

Facebook fans and several thousand Twitter followers. It plans to keep engaging consumers online by providing them with Roots news and promotions, and more interesting information on the web. “We will continue to integrate content from roots.com into Facebook and other social websites. This allows us to broadcast information to users everywhere about things like what products people like to the websites that are most helpful to them,” says James Connell, Senior Director, E-Commerce and New Media. The E-Commerce Department has many initiatives planned for 2010. These include making roots.com easier to use, integrating the site more with retail stores, and allowing Roots customers and fans to access information no matter where they are. Social media will continue to be a vital tool for Roots as smart phones begin to take over from home computers and laptops as the primary way for consumers to retrieve information. The biggest project for 2010

will be the evolution of the ‘never-lose-a-sale’ program. Customers in stores will be able to buy an item that’s located at another store or online and easily have it shipped to their home. If an online customer wants an item that’s sold out online, the system will check to see if a store has it and it will be shipped to them from that store. In the future, the E-commerce Dept. will focus on making roots.com more integrated with all parts of the business. The goal is to allow the site to act as a central point for information for customers and staff, create more personalized marketing campaigns, and a more intuitive website with enhanced product imaging and use of video. It will also explore more options for mobile users. “Analysts believe that within the next five years the majority of Internet traffic will come from mobile devices and our home TVs will be integrated with the Internet,” says James. “Those two changes alone can revolutionize e-commerce and allow us to further enhance both the instore and online shopping experiences for our customers and fans.” Roots first delved into the world of e-commerce in December 1999 when it began selling a limited selection of leather bags, sweats and watches on roots.com for customers in North America. In the past decade, it has greatly expanded its product base, and added Interac payments and enhanced imaging, all of which make roots.com more flexible and easier for customers to use.

SHANIA TWAIN SHOWS HER ROOTS Star returns to Timmins to carry Olympic torch

ountry superstar Shania Twain participated in the Olympic Torch relay in her hometown of Timmins, Ontario on New Year’s Day. The following afternoon, at a special invitation-only event at the Shania Twain Centre, she proudly sported a green Roots sweatshirt and Right to Play baseball cap. She presented the torch and relay outfit to Timmins mayor Tom Laughren ahead of the items being put on display at the Centre. “Every time I come into this building [the Shania Twain Centre], I’m very moved by the fact that I’m able to do a very, very small part in trying to represent what it is for a small town girl to come from here and live out her dream,” Twain said.

MOMENTS THAT MATTER Big developments in the life of Roots staff

TRUE NORTH Yukon team to sport Roots at Arctic Winter Games in March

or the first time, Roots will outfit Team Yukon for the upcoming Arctic Winter Games (AWG). With the help of Anne Marie Hargreaves, Business-To-Business Account Manager, Roots custom-designed track pants, hoodies and long sleeve shirts for the approximately 400 members of Team Yukon. Made in Canada, the uniforms incorporate the team’s logo and its official colours, purple and red. The Issue 94 - Jan. - Feb. 2010

shirts are made from 100% cotton and the hoodies and track pants are fleece providing added comfort. The Arctic Winter Games are a circumpolar competition of 21 indoor and outdoor sports, for northern and Arctic athletes. The competition, which includes various traditional Arctic sports, occurs every two years and this year the games will be held in Grande Prairie, Alberta, March 6 13. For more information on the AWG visit, www.awg2010.org.

Gwen Darling, Manager of the Limeridge Mall store in Hamilton, ON, welcomed a baby girl, Abigail Gwenyth Vayle Darling, on January 12. Hearty congratulations to Gwen for this great moment in her life. The Source • 9

HEALTH TIP #55

THAT’S ENTERTAINMENT

Easy ways to stay healthy

Roots outfits star-studded cast and crew of film and TV programs

JUNK FOOD MAKEOVERS: Healthy eating doesn’t have to mean giving up the foods you love. A little creativity can increase the health quotient of your favourite foods while still satisfying your cravings. Pizza: Switch to a whole wheat, thin crust. Whole wheat adds fibre and protein while a thin crust reduces fat and calories. Ask for half the cheese to cut saturated fat and add extra vegetables. Lower fat by another 3 to 5 grams by blotting your pizza with a napkin to absorb excess grease. Burritos: By choosing a burrito over a taco, you’re already making a healthier choice by having a tortilla instead of a fried taco shell. For a leaner burrito, try chicken, black beans or seafood instead of refried beans, pork or beef. Add extra salsa, which is low in calories and fat free and skip the high fat sour cream. Soft Drinks: While there are many diet soft drinks on the market, some people don’t like the taste of sugar substitutes. For a healthy alternative, mix a few of your favourite fruit juices with equal parts club soda. Try cranberry and orange or pomegranate and pineapple. Fries: French fries are loaded with fat and calories. Try oven fries instead. Cut a large Yukon Gold potato into wedges, and toss with 2 teaspoons of oil and salt to taste. Bake for 20 min at 450° F, turning once. The recipe serves two and has only 103 calories and 5 grams of fat per serving, of which only 1 gram is saturated. • Source: www.realage.com

WRITE ON!

The Source wants to hear from you Please send your letters to thesource@roots.com. Letters may be edited for length and clarity. At the same time, we invite you to send us your most creative photos or illustrations for publication in The Source. Please send your submissions to photogallery@roots.com 10 • The Source

Jimmy Kimmel’s crew received full zip hoodies while the cast of Nurse Jackie ordered zip polos

n recent months, true to form, Roots has been active in the film and television world, adding one film and three TV programs to its already illustrious list. The cast and crew of The Other Guys were outfitted in more than 500 Roots Dark Midnight Full Zip Hoodies, which have the film’s name embroidered on the front in gold. The Other Guys is an upcoming action/ comedy movie starring many famed actors, including Samuel L. Jackson, Mark

Wahlberg, Will Ferrell, Eva Mendes, and Anne Heche. For Nurse Jackie, a comedy TV series starring Edie Falco, more than 200 Black Zip Polos were ordered for the cast and crew of the show’s second season. The show’s name is embroidered on the front of the garment. The daytime talk show, The Bonnie Hunt Show, ordered more than 200 Dark Midnight Zip Polos with the show’s logo embroidered on the front for the cast and crew of its second

season. As part of its ongoing work with Roots, Jimmy Kimmel Live reordered 75 Dark Midnight Full Zip Hoodies. A long-running souvenir, these sweatshirts are gifts for celebrity guests who visit the ABC late night talk show. All orders were coordinated by Los-Angeles based Roots representative Wendy Goodman, and Senior Product Coordinator in the Business-ToBusiness Department Mary Jane Saliba. All the apparel was made in Canada.

BACK ON THE SILVER SCREEN Roots bags and apparel highly visible in new film

Jason Lewis

uilding on its longstanding tradition of getting its products in the entertainment spotlight, Roots now has a new Canadian movie to add to the list. At the initiative of Melinda McDonald, VP of Wholesale and Business Development, Roots leather bags and apparel figure prominently throughout the upcoming Canadian film Textuality. Its cast and crew were also outfitted in the Roots Eco Bamboo Jacket and Toque. Filmed in Toronto, Textuality tells the story of two people attempting to begin a romance,

Carly Pope

Eric McCormack

who must first exit the multiple relationships they were managing through their BlackBerry phones before they met. A cross between Calfornication and You’ve Got Mail, Textuality is a comedy about how technology can make it easier for Generation Y to feel connected, yet harder to truly connect. Produced and written by Canadians Marc Rigaux and Liam Card of Strident Films, the romantic comedy stars Carly Pope (Californication and 24), Jason Lewis (of Sex and the City) and Eric McCormack (Will and Grace).

LEE STRIPED SCARF IS IN STYLE Roots accessory gets a celebrity mention in InStyle iane Kruger, star of the hit film Inglourious Basterds, was recently asked by InStyle magazine to name a great gift under $50. The Source was delighted to see that Kruger chose a scarf from Roots. In the online article, the Lee Striped Scarf in Cayenne figured prominently next to a picture of the actor. Clearly, Kruger isn’t the only fan of these scarves as the Lee Striped Scarf was sold out online before the holidays.

Issue 94 - Jan. - Feb. 2010

TEAMING UP AGAIN

Building on last year’s success, Roots and Moosehead launch new promotion

his year, Roots and Moosehead brewery have joined forces once again for a winter celebration of Canada with a special in-case beer promotion. Beginning in late January, in beer stores across Ontario, every 24-pack of Moosehead premium lager includes a bonus, limited edition Roots toque inside. The toques incorporate the Canadian flag, the Roots logo and the campaign’s slogan “Cheers” on one side, and the Mooshead logo on the other. Available in six assorted colours (green, brown, grey, black, navy and red), the toques allow customers to wear them whichever way they like.

Roots-Moosehead toques

In November, the two companies collaborated for the first time to create a special holiday gift set which included a limited edition RootsMoosehead scarf, two bottles of Moosehead lager and two Moosehead glasses. “This first promotion proved to be a great success,” says

Patricia MacInnis, BusinessTo-Business Account Manager at Roots who has been working with Moosehead for six months. “Within three weeks, we had a 97% sell-through and we expect the toque promo to be just as popular with customers.” The Roots and Moosehead partnership is a natural fit, as both believe in making quality products that reflect the spirit of Canada. To launch the current campaign, the two companies produced a radio commercial currently on-air. Lobby displays are also present in beer stores in the Toronto region. What’s next? A spring/ summer campaign featuring Roots-Moosehead T-shirts.

TAKING PRIDE Store manager praises her team for exemplary effort during holiday period

looked almost overwhelmed. But you all came through, showing the willingness and confidence to learn new concepts and, in the process, vastly exceeding our financial targets for the holiday Dear Newmarket period. You all Team (Cassandra, deserve recogniDana, Debra, Jenna tion for this C., Jenna W., major achieveJennifer, Jessica, ment. I know it Julia, Katie, Laura, didn’t come Shanika, Shannon, easy. Sherry and Taylor) Thank you I’ve had the for taking the opportunity to work time to find out with fantastic staff what our over the past five customers were (L to R): Shannon, Cassandra, Taylor, Julia, Jennifer, Jenna C.,Rachel, Dana and years at various Debra. Missing in photo: Sherry, Shanika, Laura, Katie, Jessica and Jenna W. shopping for and Roots stores showing excite(Pearson Airport; put in – coming in on short notice; ment about it when you showed Hillcrest; Pickering; and Newmarthem our collection. I heard the staying much longer than I ket). Although there are many enthusiasm you shared with originally scheduled for window employees at every store that do customers when you would talk changes (five windows can be a great job, I’ve never seen an about a new leather colour by its quite challenging); keeping up entire team come together like I Roots colour name; how much with visual standards daily; saw this holiday season in they are going to love the Mantra focusing on conversion hourly; Newmarket. Pant; what Right to Play supand two-minute meetings that As this is our busiest time of ports; or what new great colours turned into 10-minute meetings the year, there’s a fair bit of we had the Grassroots Hoody in. stress, in part due to the season’s with the zone charts. You all truly ‘A.C.E.d’ it this I know it often seemed like challenging goals. There were holiday. Each of you has traits there was a number for everymoments we didn’t know how and ideas that make us such a thing. We had a Right to Play we’d get through the day and goal, a Gift With Purchase goal, a well-rounded team. I appreciate accomplish everything, from all the roles that each of you play. customer goal, a KPI (key visual flips to something as Without one of you, it just performance indicators) goal, simple as completing the stock, wouldn’t be the same. Thank you leather goals, and – let’s not but we did it. We stayed positive for being so exceptionally forget – our budget goal. I know I and we supported each other dedicated this holiday season. raised my expectations by asking when we needed to. (We also You’re an incredible team. staff to know these numbers at threw in a great sense of humour Sincerely, any given time. to keep us laughing!) Rachel When we began, many of you I saw the hard work everyone

ecently, Rachel Roos, Manager of the Roots store in Newmarket, Ontario, contacted us, saying she was so impressed by the way her team performed during the holiday period that she wanted to share her appreciation with readers of The Source. Here’s an excerpt from her letter to her staff:

Issue 94 - Jan. - Feb. 2010

FINE PRINT A selection of coverage of Roots in the media Here are some recent sightings of Roots in the pages of newspapers and magazines:

• Chatelaine, Feb. issue. Featured Roots Women’s blue nylon-spandex zip-up jacket. • Canadian Living, Feb. Kiltie leather bag in red highlighted in Valentine’s Day feature. • National Post, Jan. 16. Article entitled “Show your stripes” featured International Collection and Canada Collection by Roots. • Globe and Mail, Jan. 14. Roots mentioned in article about Right to Play. • Now magazine, Jan. 7. “We Want” section features coin purses from International Collection. • Toronto Star, Jan. 7. Spotlight on new Roots Winter Boots. • Toronto Star, Dec. 26. Design experts Colin and Justin highlight Roots Home collection and instore styling. • Chatelaine, Dec. 22. Kate’s Style Desk featured the International Collection. • Globe and Mail, Dec. 19. Article on plaid trend featured Buffalo plaid items from Holiday collection. • New York Times, Dec. 18. Article mentioned Canada Collection by Roots. • Toronto Star, Dec. 17. Highlighted Buffalo check items from Holiday collection. • Pique Newsmagazine, Dec. 16. Reference to Canada Collection by Roots. • Canadian Press, Dec. 15. Article mentioned Canada Collection by Roots. • Beautycrazed.ca, Dec. 11. Spotlight on Spring 2010 collection. • Canadian Living, Dec. Featured Men’s and Women’s plaid pajama pants. • National Post, Dec. 12. Article entitled “Holiday Gift Guide: For Grown-Ups!” featured Michelle Bag in bordeaux. • Lou Lou, Winter. Spotlight on Gym Bag in rustler leather. • National Post, Dec. 5. Women’s Tall Boots in tribe leather appeared in article entitled “The season’s best boots.” • Sweetspot.ca, Nov. 25. Spotlight on small School Bag in tribe leather. • eTALK Daily, Nov. Small School bag in tribe leather featured in holiday gifting idea segment. • Chatelaine, Holiday. Spotlight on Olivia bag in red and black buffalo check. The Source • 11

STEPPING UP FOR HAITI Roots supports Caribbean nation devastated by January earthquake

n the wake of the humanitarian disaster in Haiti caused by a massive earthquake, Roots was quick to contribute to relief efforts. As part of the ‘Roots Cares’ program, Roots initiated a company-wide fundraising campaign. For each dollar donated by employees, Roots matched it with another dollar. With the Canadian government doubling each dollar raised, the Roots initiative generated a total of $68,000 for the Canadian Red

Cross (CRC) (including the matching funds from Ottawa) for use in the quake-ravaged nation. In addition, Roots launched the ‘Help Haiti’ leather bracelet as another way to raise money for the cause. Made in the Roots factory in Toronto, the bracelets retail for $5 with 100% of the proceeds going to the CRC. Such cause-related bracelets have proven effective in the past. Roots sold similar bracelets in

2004 to raise significant funds for victims of a massive Caribbean hurricane and again in 2005 for survivors of the tsunami in South Asia. Given that the quake in Haiti left many people with only the clothes on their backs, Roots also donated clothing. In partnership with the Canadian Wildlife Federation and coordinated by Anne Marie Hargreaves, B2B Account Manager, Roots donated 1,500 units of adult, kids and babies clothing. At the same time, many Roots stores organized their own fundraisers for Haiti. Allison Fortier, Manager of the Place d’Orleans store in Ottawa. Allison collected money at the Russell Association for Performing Arts (RAPA), the community-based theatre group she belongs to, raising $150.

Roots also lent its support to an initiative organized by a member of Canada’s Haitian community. Daniella Etienne of Universal Music Canada held a benefit in Toronto in late January with performances by local DJs. Roots donated a Banff leather bag (retail value: $338) for use as a silent auction prize. Meanwhile, in a different kind of charitable initiative, this one to bring some holiday cheer to disadvantaged residents in Toronto, the Roots head office held a food drive in December. Beginning with the semi-annual Sample Sale and lasting for an additional week, the company collected 840 lbs. of nonperishable food items from employees and customers which Roots donated to the Daily Bread Food Bank, that fights hunger in Toronto.

AHEAD OF THE TREND Media may only now be discovering it, but Roots has long been making handbags lightweight and practical

ast month with great fanfare, The Globe and Mail featured an article on the front page of its business section declaring the supposed new trend towards lighter, more functional handbags for women. According to staff journalist Marina Strauss, designers have only recently begun to satisfy the need for sensible purses. The article came as a total surprise to Roots leather specialist Karl Kowalewski. “It’s interesting that they [The Globe and Mail] say designers are only starting to realize this trend now,” says Karl. “Roots has been making lightweight bags for more than five years.” The Flat Bag collection, which includes the company’s top selling Village Bag, is designed to be both compact and practical. While competitors have only recently shifted to lighter materials, Roots has long been a proponent of light, durable leather. The Flat Bag collection comes in a variety of leathers including Prince Leather, which is only 1.3 mm thick. Karl worked directly with tanneries in Italy to ensure that the leather 12 • The Source

ist highlighted British research that stated the weight of the average handbag has dropped 57% to 1.5 kg over the last two years. The Village Bag, filled with a wallet, cell phone, iPod, car keys and several other items found in most women’s purses, weighed in at 1.2 kg. Roots has always designed its handbags with functionality in mind. Many bags in the Flat Bag collection come with a generous, fully adjustable 1.5-inch strap to minimize neck and back strain. Village Bag in Tribe Leather

was strong enough for daily use and devel-oped to become more beautiful with age. Other bags that use Prince Leather include the Olivia Bag and the Carla Bag. As another way of making bags lighter, designers are shying away from heavy accessories in favour of pleating, shirring and quilting. The design team at Roots has traditionally eschewed ornate detailing and focused on functional hardware. While Roots has always used fabric linings, other companies are only now making the switch, replacing heavier suede and leather. The Globe and Mail journal-

Other bags are designed for a specific purpose. With seven compartments, the new Pony Express Bag can hold a netbook along with daily necessities. Evening bags have also become more functional, with more stores selling handbags that convert to clutches. This too is not a new concept to Roots. The upcoming Cargo purse, a compact bag available in suede or leather, includes a removable strap to transform it into a purse suitable for night time use.

GLOBAL APPEAL Co-Founders visit Roots operations in the Far East

s part of the continuing development of Roots in Asia, CoFounders Don Green and Michael Budman recently were in Hong Kong and Taiwan visiting various Roots locations and doing numerous interviews with local media. While they were in the flagship store in Taipei, Michael and Don met with journalists,

introducing the Right To Play collection in addition to the Canada Collection By Roots. So far, both collections have met with highly favourable feedback and generated strong sales in Asia. This year, Roots will be pursuing its expansion in the Far East including in China where it recently opened a new location in the city of Chengdu. Issue 94 - Jan. - Feb. 2010

GUESS WHO JUST DROPPED IN Taking attendance of special guests at Roots stores

GREEN TIP #58

elebrities have long made a point of shopping at Roots. Here are the latest sightings of prominent figures from the world of entertainment and sports who visited Roots stores recently: • Spring Garden, Halifax, NS – Jason Priestley, CanadianAmerican actor and film director, best known for his role in the TV series Beverly Hills, 90210, stopped by to purchase a few children’s items including the Hunter Thermal Tee, the Heritage Shirt Dress and the Happy Cardigan. • Bloor St., Toronto – Drake, aka Aubrey Drake Graham, Canadian rapper and actor, shopped for some Roots Original Sweats and purchased a Toronto Kanga Hoody. • Los Angeles, CA – Larry King, host of CNN’s nightly interview program, Larry King Live, was spotted wearing his Jimmy Kimmel Roots sweatshirt. The shirt was given to Larry by Jimmy Kimmel himself. • Princess Street, Kingston, ON – Viggo Mortensen, American actor and star of A History of Violence and The Lord of the Rings trilogy, was spotted shopping with a female companion, who purchased a women’s Canada T-shirt in black.

Jason Priestley

Drake

Larry King

Viggo Mortensen

GREAT MOMENTS IN RETAIL Spotlighting the top performing stores in December and January

Nicole Schlaak holding the torch

WALKING TALL Calgary employee takes part in Olympic Torch relay event

n conjunction with her role as Rodeo Queen of Cochrane, Alberta, Nicole Schlaak, a keyholder at Calgary’s 17th Avenue store, participated in the 83rd day of the Olympic Torch Relay. Nicole, who has worked at Roots since 2007, is currently in her third year at Mount Royal University, studying Business Administration. The Olympic Torch for the Vancouver Games was first lit in Olympia, Greece and reached Victoria, BC in late October. On February 12, after a 106-day, 45,000 km journey across Canada, the torch will complete the last leg of its odyssey when it will light the Olympic Cauldron at Vancouver’s BC Place, marking the official start of the 2010 Winter Games.

Issue 94 - Jan. - Feb. 2010

Peterborough Outlet employees. (L to R) Todd Fournier (Manager), Mark Lessor, Deb Pereria, Derek Legere, Jessica Pultz, Dan Sutherland (in front). Missing in photo: Kylie Girard, Jessica Fudge, Jessica Nadeau, Leanne Janzi, Will Pilon and Hayleigh McCaffery.

hortly before this issue of The Source went to press, we received the final sales figures for stores in recent months. Topping the pack in terms of company stores for December and January was the Stone Road Mall location in Guelph, Ontario that captured the ‘Store of the Month’ honours for the past four months in a row. As for the Roots 73/Outlet category, the Lansdowne Place location in Peterborough, Ontario took first place in December, for the second consecutive month. For January, the CrossIron Mills outlet in Rockyview, Alberta took the top spot. Both stores far surpassed others in terms of monthly sales budgets. Congratulations to Janine Gordon, Manager of the Guelph store,Todd Fournier, Manager of the Peterborough outlet, Trevor Chambers, Manager of the Rockyview outlet and to their respective teams, for their winning performances. Hats off to all of the other stores that surpassed their sales goals in December and January.

Easy ways to help the environment CAP YOUR COMPUTING EMISSIONS: There are many ways you can make your computing habits more eco-friendly. While everyone knows to print on both sides and power down at night, there are other ways to green your PC: • Use power management settings: Set your computer so it goes to sleep after 15 minutes of inactivity. This can cut the electricity used by your PC by 50%. • Ditch the desktop: Laptops are a more efficient choice as they use less energy than desktops (between 15 and 45 watts as compared to desktops, which use between 60 and 250 watts). • Buy a new monitor: Older, CRT monitors use 80 watts of energy while newer, LCD monitors only need 35 watts. • Choose a green font: Download Ecofont (www.ecofont.eu) and use up to 20% less ink than regular fonts. • Switch to an inkjet: Inkjets use 90% less energy than lasers. However, avoid the cheapest inkjets on the market as they won’t last long and will need to be disposed of sooner. • Plug into a power bar: When electronics are off they still consume energy when plugged in, a concept known as phantom power. To minimize this, plug everything into a power bar, which can be switched off at the end of the day. • Dispose responsibly: Since computers contain hazardous materials, find out where you can dispose of your computer safely at www.dowhatyoucan.ca. • Source: www.greenlivingonline.com The Source • 13

STAYING POWER Saluting those who go the distance Avril Barnes, Sales Associate, 15 years Janet Braam, Store Manager, 10 years Margaret Marcysiak, Product Developer, 10 years Bashir Popal, Senior Business Analyst, 10 years Ewa Kielak, Store Manager, 5 years Anne Woodbury, Assistant Manager, 5 years

ON THE MOVE New appointments at Roots • France Lapointe appointed District Manager for the Montreal-Quebec region

STARTING LINEUP Introducing the people who make it happen at Roots stores As part of our continuing series of team pictures of all the stores in the Roots retail family, this issue of The Source is shining the spotlight on the Northgate Square store in North Bay, Ontario. From left to right: Naomi Barraclough, Heidi Gallagher, Dayna Greco and Megan Price. (Missing in photo: Stacy Savarie, Toby MacPherson, Josee Trahan and Karah Floyd)

MOMENTS THAT MATTER Big developments in the life of Roots staff

SPEAK TO MY AGENT The littlest customers show their Roots

Xavier, 3 years and his brother Tasman, 1 year, with their parents in Vietnam

Luca Pelosi, 18 months, Toronto

14 • The Source

e often receive unsolic ited photos from people eager to show us pictures of their children, cousins, grandchildren, or even pets, wearing Roots. Sometimes the senders ask if we could use the photos in a future advertising campaign for Roots. We can’t promise that but we are happy to publish them in The Source. Everyone is welcome to submit their favourite shots to be considered for publication. Please send your pictures to photogallery@roots.com. Be sure to include the name and age of each child or pet in the photo, where it was taken, place of residence and a sentence stating that you agree for the photos to be used in The Source.

Chris Whaley, Manager of the South Keys store in Ottawa, and Melissa Brennen, Manager (on maternity leave) of the South Keys store and on maternity leave, welcomed a baby boy, Quintin Hugh Whaley, on November 5. Hearty congratulations to Melissa and Chris for this great moment in their lives.

Austin Loughrin, 16 months, La Canada, California

Issue 94 - Jan. - Feb. 2010

MUSICAL ROOTS This month, we spotlight Jason Mraz

Jason Mraz’s first hit was inspired by a friend’s battle with cancer

is last name rhymes with “has” and means “frost” in Czech but Jason Mraz’s career has been on fire in recent years. Drawing on stylistic influences from reggae, pop, rock, folk, jazz and hip hop, the 33-year-old singer-songwriter has created a distinctive sound that has earned him several hit albums since his first record in 2002. Mraz was born and raised in a small suburb just outside Richmond, Virginia. His roots are in the former Czechoslovakia from where his grandparents immigrated to the United States early last century. Mraz fondly remembers his youth, particularly his father, a local postal worker, always listening to Motown, soul and pop music on local radio stations. Mraz was

heavily influenced by his early years, as he was by singer Dave Matthews. Through high school, Jason played various roles in high school musicals that led to his love for music. He got his first pro gig at the age of 13, singing in a local R&B band. He was the youngest and sang all the high parts because his voice hadn’t yet changed. After high school, Mraz moved to New York to study at the American Musical and Dramatic Academy but all that changed when a friend gave him a guitar as a gift. He dropped out of the Academy and spent his days in Central Park learning to play from whoever was there. He returned to Virginia for a short while, but felt drawn to California and soon moved west to San

Diego in 1999. Southern California at the time was known for its coffeehouses and support of singer-songwriters. He soon landed a gig at the now famous Java Joe’s in Ocean Beach. After a few months, his performances were consistently sold out and he signed to Elektra Records Mraz released his first album, Waiting For My Rocket To Come in November 2002. Backed by a successful tour, the album took off, helped especially by one song, “The Remedy (I Won’t Worry),” which became a top 40 single. He wrote the song after one of his close friends, Charlie Mingroni, was diagnosed with bone cancer. Mingroni told Mraz that he would live through it, and he did go into remission. Mraz later used the money he made from the song to pay the rent for an apartment in Los Angeles for Mingroni. Another song from that album, “You and I Both,” also became a top radio hit. By July 2004, the album had sold more than a million copies, certified Platinum. His second album, Mr. A-Z, was released in 2005 and was nominated for several awards. In support of the album, Mraz opened for the Rolling Stones at some of their shows on their world tour. In 2009, Mraz toured

THE ROOTS TOP 10 A guide to the sounds of Roots for February 1. Wavin’ Flag, K’anan 2. One Day, Matisyahu 3. Wait Till They See Me Smile, Alicia Keys 4. Do You Right, Aion Clarke 5. What’s Going On (Time Bandits Remix), Marvin Gaye 6. I Feel Good, Mary J. Blige 7. February Air, Lights 8. Closer To You, Brett Dennen 9. You Can’t Get What You Want, Joe Jackson 10. Mercy Mercy Me (Time Bandits Remix), Marvin Gaye - Compiled by Davin Bujalski

extensively in support of his third album, We Sing, We Dance, We Steal Things, which reached Platinum status. He continues to receive many accolades including his first Top 10 hit with “I’m Yours.” The song, which led to his international breakthrough, was a massive commercial success in the US, selling more than three million copies. Most recently, Mraz won two awards at the 2010 Grammys. He also released Beautiful Mess, Live On Earth, an excellent live album and DVD recorded in Chicago in the summer of 2009. - Davin Bujalski • For more info on Jason Mraz, visit: http://www.jasonmraz.com/ and listen to Roots Radio to hear his music.

CHEF’S CORNER Roots-friendly recipes for a healthy diet and to bring pleasure to your palate

or this month’s Chef’s Corner, we present the recipe for making spiced-up hummus. INGREDIENTS 15 oz chickpeas, drained, reserving 1/4 cup of the liquid 1/4 cup tahini (sesame paste) 1/4 cup fresh lemon juice 3 tablespoons extra-virgin olive oil 1 garlic clove, crushed 1/4 teaspoon ground star anise (optional) 1/4 teaspoon ground ginger Issue 94 - Jan. - Feb. 2010

1/4 teaspoon ground cumin 1/4 cup cilantro leaves, finely chopped, plus whole leaves for garnish (optional) 1 plum tomato, peeled, seeded, and very finely chopped 2 scallions, very thinly sliced Coarse salt and ground pepper DIRECTIONS 1. In a food processor, combine beans and reserved bean liquid, tahini,

lemon juice, 1 tablespoon oil, garlic star anise (if using), ginger and cumin; puree until smooth. 2. Transfer to a serving bowl and stir in cilantro, tomato and scallions; season with salt and pepper. Drizzle remaining 2 tablespoons oil over the top of the hummus. Before serving, garnish with cilantro leaves if desired. TOTAL TIME: 15 min Makes 3 cups. The Source • 15

16 • The Source

Issue 94 - Jan. - Feb. 2010